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Deeper Connections, Higher Satisfaction: Merkle Introduces Global Messaging Tool

By Greg Tavarez April 05, 2024

We see it around us often: Brands experiment with ways to create a trifecta of customer satisfaction when it comes to personalization, seamlessness and efficiency.

But why are these elements so crucial?

Well, customers crave a sense of being valued and understood. Think of yourself walking into a store where a friendly associate greets you by name, suggests items based on your past purchases and highlights ongoing promotions relevant to your interests. This personalized touch fosters a connection and makes the shopping experience more engaging.

As for seamlessness, it is nice to browse a product online, then effortlessly walk into a store and have that same item readily available for purchase or pick-up. This omnichannel experience eliminates friction and frustration. Brands are making strides with features like "Buy Online, Pick Up in Store," unified shopping carts across online and physical stores and consistent product information and pricing across all platforms.

Also, no one wants to jump through hoops to buy something. The faster and easier a purchase can be made, the more likely a customer is to convert. Brands streamline checkout processes with features like one-click purchases, mobile wallets and guest checkout options. Additionally, clear product information, readily available customer support and intuitive website navigation all contribute to a smooth and speedy buying journey.

By focusing on these three key areas, brands can create a more enjoyable and efficient shopping experience for their customers. This translates to increased customer loyalty, higher conversion rates, and ultimately, a thriving business.

But a question that's been tossed around over the past couple of years is this: Can AI take this to the next level when most customers still want a bit of that human-touch element in their buying process.

Merkle, dentsu's technology-enabled, data-driven customer experience management company, has an answer to that with Intelligent Messaging, its end-to-end messaging solution that creates unified brand experiences across touchpoints and channels by blending AI assistance and human interaction.

Merkle, with over 35 years of experience, prioritizes a human-centric approach to digital business transformation. Merkle delivers comprehensive end-to-end experiences that drive growth, engagement and customer loyalty.

With Intelligent Messaging, Merkle creates turnkey chat experiences, including across social and messaging platforms, to deliver always-on conversational interactions throughout the entire customer journey.

This is achieved through a modular approach to six key areas:

First, the Intelligent Messaging Blueprint helps craft a tailored messaging strategy shaping the customer experience for future marketing efforts.

Conversational Design & Experiences creates engaging messaging with natural-sounding personas, conversation flows and branching narratives based on user behavior.

AI + Human-Powered Assistance combines AI-powered chatbots with human support available 24/7 to provide comprehensive assistance.

Click to Message Ads and Marketing Messages enables customers to initiate one-on-one conversations directly from ads on platforms like Messenger, Instagram and WhatsApp, to foster continuous engagement and lead generation.

Technology Integration ensures seamless connection with leading e-commerce and CRM platforms like Salesforce, Adobe, and Braze.

Finally, a First-To-Market Advantage through a partnership with Meta grants early access to beta products, technology updates and tailored solutions to drive innovation and business growth.

"Intelligent Messaging seamlessly integrates media and CRM, providing a holistic approach to customer interaction,” said Val Vacante, Vice President, Solutions Unnovation, dentsu. “By leveraging advanced technology, businesses can meet consumers in their preferred communication channels and deliver connected and personalized experiences, ultimately leading to improved customer satisfaction and loyalty.”

Merkle's James Riess, Senior Vice President and General Manager of Loyalty and Messaging Experience, emphasizes the growing need for personalized experiences, seamless shopping journeys and faster purchase options for brands. He and the Merkle team introduced Intelligent Messaging to, Riess said, allow brands to build stronger customer relationships, improve satisfaction and cultivate long-term value.




Edited by Alex Passett
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